HERDHANTO, WAHYU (2012) STRATEGI KOMUNIKASI PEMASARAN PT. COCA-COLA AMATIL INDONESIA CE NTRAL JAVA SEMARANG (Studi Deskriptif Komunikasi Pemasaran PT. Coca cola Amatil Indonesia Central Java Semarang Dalam Menghadapi Persaingan). Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
ABSTRAK
Persaingan perusahaan minuman de
wasa ini semakin kompetitif untuk
mendapatkan konsumen, terutama persaing
an antar perusahaan minuman bersoda.
PT Coca-Cola Amatil Indonesia Central Java mempunyai strategi-strategi tertentu
dalam menghadapi ketatnya persainga
n antar perusahaan minuman bersoda.
Persaingan yang terjadi dalam hal apapun, ba
ik program promosi, iklan, dan jenis
minuman untuk menarik perhatian konsum
en. Tujuan penelitian ini yaitu untuk
mengetahui berbagai strategi komunikasi
pemasaran PT. CCAI Central Java untuk
menarik konsumen. Upaya-upaya yang dila
kukan PT. CCAI Central Java dalam
menghadapi persaingan antar perusahaan
minuman kompetitor
, faktor penentu
keberhasilan PT. CCAI Central Java
dalam menarik konsumen, dan hambatan-
hambatan yang dialami dalam menerapkan
strategi tersebut. Penelitian ini
menggunakan metode penelitian deskriptif
dengan pendekatan kualitatif. Adapun
objek penelitian adalah devisi
Marketing
, dan humas PT. CCAI Central Java
dalam merencanakan, menjalankan, dan
mengevaluasi strategi komunikasi
pemasarannya. Teknik pengumpulan da
ta dilakukan melalui wawancara,
observasi, dan dokumentasi. Analisis da
ta dilakukan secara deskriptif, untuk
memberikan deskripsi mengenai subjek
penelitian yaitu mengenai perencanaan,
pengimplementasian, dan pengevaluasian st
rategi komunikasi pemasaran devisi
Marketing
dan humas PT. CCAI Central Ja
va Indonesia. Sedangkan untuk
menjangkau publiknya, strategi pemasara
n PT. CCAI Central Java melalui lima
saluran utama bauran promosi yang melipu
ti iklan, penjualan tatap muka, promosi
penjualan, hubungan masyarakat dan publisita
s, serta pemasaran langsung. Target
pasar dari PT. CCAI Central Java adalah
semua kalangan kecuali balita dan ibu
hamil, sedangkan target utamanya adalah siswa SMP dan SMA. Strategi
komunikasi pemasaran yang dilakukan PT.
CCAI Central Java saat ini sudah
cukup efisien. Hal tersebut dibuktikan nai
knya jumlah permintaan konsumen dari
tahun ke tahun.
ABSTRACT
Competition among softdrink companies lately is
much more competitive in effort to gain
consumers, especially in those of soda water drinking companies. PT. Coca-Cola Amatil
Indonesia Central Java has its own certain stra
tegies in facing the tight competition among the
companies. Any competition either in the form of promotion, advertising, and kinds of the drink
to attract consumer’s attention. Aim of this rese
arch is to know any comm
unication strategies for
the trading activities of PT. CCAI
Central Java in order to attr
act the consumer’s attention. Any
efforts done by this company in facing the comp
etition among its competitors, the determination
factors of this company in attr
acting the consumers, and any obstacles that appear for applying
the strategies. This research was using a desc
riptive research method
within a qualitative
approach. Research objects were Marketing a
nd Human Relationship Di
vision of PT. CCAI
Central Java in planning, actuating, and evalua
ting its trading communication strategies. Data
collecting technique was done
by using interviews, observa
tion and documentation. Data
analysis was done descriptively in order to give
the description about research subject including
in it are planning, implementation, and evalua
tion on the trading comm
unication strategy of
Marketing and Human Relationship Division of
PT. CCAI Central Java. To reach its public,
trading strategy of this
PT. CCAI Central Java is done throu
gh five major mixed channels those
are advertising, face to
face trading, trading promotion, pub
lic relation and publ
icity, and also
direct trading. Market target for PT. CCAI Centra
l Java is all society member but student and
pregnant women, and the main targets are all t
eenagers in the age of
junior and senior high
school. Trading communication strategy of PT.
CCAI Central Java so far has been quite
efficient. This is proven by th
e raise number of the consumers’ demand from year to year.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HE Transportation and Communications |
| Depositing User: | Muji Isambina |
| Date Deposited: | 02 Jun 2016 04:42 |
| Last Modified: | 02 Jun 2016 04:42 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/2875 |
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